The Top 7 Reasons It Makes Sense to Invest in Print Marketing

A young businessman reading a newspaper outdoors

How can print marketing help you break through the communication gap between you and your prospects? 

 

In today’s digital era, it’s simple for your target market to become overwhelmed with online adverts and email marketing, especially given that Facebook now has over 2 billion monthly users, Instagram 1 billion, and Twitter 300 million.

In an age where it’s simple to create a Facebook page or an Instagram account and begin marketing your business for free, it’s tempting to believe that print marketing is extinct. But the wise business owner and marketer hasn’t given up on print marketing. Print is still a potent marketing medium with an outstanding result when paired with digital and social media marketing.

Here are the top 7 reasons why print media releases should remain an essential element of any marketing strategy.

 

Print advertising has a long lifespan. 

Your company’s adverts in printed media may help you reach your target market if they are designed and placed correctly. Using demographic data, you can strategically deploy your brand in the right place at the right time, in front of the right audience. When someone leaves a magazine on their counter or office table, your advertisement will remain until the magazine is recycled—or handed on to someone else. It’s a physical product that stays in a person’s house or office for a long time, leaves countless imprints, and has an audience reach that lasts weeks, months, and even years.

 

Print ads are easier to remember than digital ads.

The Internet may be perplexing at times. On any given page, there might be hundreds of hyperlinks, adverts, and options vying for your attention. In a magazine or newspaper, there are still interruptions. However, they are usually fewer, and you physically move past advertisements while you interact with the information. While the digital text is scanned, reading on paper is slower and more deliberate. Reading improves comprehension and retention rates, which could mean that conventional print media advertisements done by Kansas City advertising companies are more likely to leave a lasting memory for businesses. 

According to neuroscientists, that might explain why people are more likely to remember your brand after seeing it in a paper ad than in a digital ad. This is because viewing them exudes deep emotions, which is necessary for memory and brand connections.

 

Print marketing helps to strengthen a company’s brand.

Print marketing by Kansas City advertising companies may help you stand out and attract attention. After all, so much of today’s online material goes unnoticed. Consider how many marketing emails you do not open and how many advertisements you do not click. We are bombarded with too much digital information, to the point that we have become numb to it. And it could be harder for businesses and brands to stand out and be recognized. But, you may avoid these digital blind spots by using print marketing. 

Print marketing can assist your brand by making people notice it in a more meaningful and intimate manner. It can cut through all internet noise into the calm area of a person’s life and capture their attention. Marketers realize the value of having a well-known brand. Printed publications and other branded items are excellent ways to achieve this. It allows you to combine the visual elements of color, image, and script that help in brand recognition.

 

Some folks are still without internet access.

Your target audience could not even be online, depending on their demography. Don’t forget about individuals who don’t have access to the Internet or are hesitant to conduct business online. Print marketing is the most effective approach to contact them. Consumers still respond to direct mail, generating sales via coupons, postcards, and special offers. 

A clever direct mail campaign delivers a greater return on investment than e-mail marketing or digital advertisements. In reality, direct mail is a terrific approach to connect with people from all walks of life, especially since it is the most reliable type of Kansas City advertising.

A newspaper with glasses and a cup of coffee

Print marketing has higher credibility than internet marketing.

When you see iconic magazines like Time and People or your favorite newspaper on the rack, it exudes an aura of credibility and prestige. It’s also convenient; you can lay aside the printed material and return to it at any time to continue reading. Print media needs “real estate,” which marketers understand. A published article left on the corner of a desk will remain there until it is picked up and checked the following day. 

Many people are concerned about the growth of cybercrime these days—phishing and virus frauds and more ambitious and sophisticated illegal online schemes. And a recent American poll found that people trust print ads more than any other sort of advertisement. Because they are more expensive, scammers are less likely to use print tactics. Picking up a leaflet or brochure does not pose an immediate risk because there are no potentially sketchy links to click or personal documents to upload. Furthermore, high-quality print indicates that the brand is a legitimate company.

 

Print is Tangible.

Physical objects include publications, brochures, posters, and other sorts of printed goods. These things might remain in workplaces or homes for months or even years after being bought or delivered. While many non-physical marketing products serve a particular goal, the advantages of print media go far beyond what most people realize. 

Print marketing appeals to people of all ages, not just Millennials. This is because print marketing, unlike email marketing, is tangible: you can touch and smell it. According to the study, this physical feature engages the brain, boosting the customer’s probability of remembering your ad’s content.

5 Small Business Advertising Trends to Amplify Your Reach

Woman sitting in front of laptop with email large and open in front of her

The ideas that we’re going to discuss in this blog post have worked incredibly well for small business marketing in Kansas City. Most of these methods should be viable in helping your business grow.

However, with that being said, there is no magic bullet marketing strategy. In the end, it’s all about connecting your business’s value proposition to the correct customer base. The concept is simple but can take on many different forms.

To know which of these strategies will help you amplify your reach, you must have answers to the following questions:

  • What are the demographics of your target audience? Where do they live?
  • What places does your target audience like to congregate online?
  • What process does your target audience engage in to find products in your niche?
  • Who are the online authorities they follow when it comes to making purchasing decisions related to your product/niche?

These strategies are:

  1. Facebook Marketing
  2. Google My Business
  3. Content Marketing
  4. Social Media
  5. Email Marketing

Let’s get started with the elephant in the room – Facebook marketing!

 

1. Facebook Marketing

There is a good reason why over 2 million+ small businesses are advertising on Facebook; it’s relatively cheap and effective at marketing to almost any audience on the planet.

Facebook ads work incredibly well at advanced targeting. For example, you can target users based on their interests, sex, age, behavior online, and of course, their location.

Making a Facebook ad is very simple. All you need is a good headline, some descriptive words, an image, and a hyperlink.

Facebook Ads Manager also makes it pretty easy to test several different ad sets, which lets you discover the winning formula for yourself and become profitable, with no advanced technical skills required.

 

2. Google My Business

Ranking a Google My Business (GMB) listing is incredibly impactful for any business.

And, if you have a local business serving local clients, GMB will probably work best for you.

In many cases, when someone searches for something on Google, they will find a paid ad, followed by a few GMB listings, and then followed by the organic search results. So, as you can see, being above the organic results while not being a paid ad (which many people have learned to avoid) has plenty of potential to pull in traffic. And the best part is you won’t have to spend any money on advertising.

But just what is a Google My Business profile? Simply put, it’s a platform/central hub that combines all of your Google accounts (Google+, Google Maps, Google Reviews, data from Google Analytics/Google Insights).

Also, if your brand name is unique, you should be able to have a large display for your name in the search results.

Thanks to all of the above, your business will automatically get more visibility and credibility. If you’re a local business, getting your GMB set up should be your #1 priority.

When it comes to ranking your GMB listing, it’s really not that difficult either. It starts with making sure that your profile is optimized, and then you gather reviews and make sure to post to your GMB profile at least once a week. This helps Google see that your business is relevant and regularly updated, similar to a website.

 

3. Content Marketing

Content marketing means making and distributing good content to capture and retain your target audience, with the follow-up goal of driving profitable actions. Good content is defined as these three things: relevant, consistent, and valuable.

Content marketing emphasizes long-term results in contrast to paid advertising, which focuses on the short term. This means that the short-term payoff of content marketing tends to be lower. Still, the long-term growth of customers, visitors, and leads can make a business successful.

However, content marketing isn’t an easy thing to do, and a lot goes into it besides having a creative mind for writing content:

  • valuable content
  • topic relevance
  • SEO
  • Optimized with the target audience in mind
  • Consistency in content publishing and promotion

Content doesn’t just mean writing some blog posts and calling it a day. No, it also means videos, online classes, podcasting, and plenty of other mediums where people like to consume content.

If you’re thinking about pursuing this strategy for your business, then be sure that you have the time and money needed to keep things going with no expectations of initial ROI. Then you must actually create quality content and get it out there. Unfortunately, there’s tons of bad content out there that ends up seeing little to no payoff in both the short and long term.

 

People on smartphones with emojies around them on bus

4. Social Media

For almost any business today, having a presence on social media is pretty much mandatory.

67% of consumers get customer support from social media. And furthermore, 33% of consumers prefer to contact customer support from social media instead of through the phone. These people will look for your business on their preferred social media websites. If they can’t find you, they’ll fall into the arms of your competitors.

The question isn’t whether or not your business should be on social media. Nowadays, the important question is what platforms should you focus on, and how much money and time should you be putting into them?

For example, you may want to spend a lot on organic social media growth, depending on your business.

However, for any business, it’s key to first discover where your customers like to hang out online. Then, you should know how they want to be approached. For example, does a pushy approach work, or is a more subtle approach required? Do they follow influencers, or like being a part of a community?

 

5. Email Marketing

Email marketing still works as a reliable way of getting leads, contact information and nurturing those leads over time. This is one of the best ways to sell products, hands down, which is why it’s among the best marketing channels for conversions.

Terms that you should be familiar with if you’re into email marketing are “marketing funnel” and “lead magnet.” The marketing funnel is your email marketing process. The lead magnet is a compelling offer that the visitor will receive in exchange for their email address. Some options for lead magnets are free trials, free downloads, website membership, coupons, webinar “seats,” and so much more.

 

 

9 Affordable Advertising Ideas for Your Small Business

Woman sitting on couch with laptop in front of her looking at a letter she received in the mail

Are you looking for affordable small business advertising ideas? If not, then you should be – there are always intelligent and cost-effective ways to advertise. But can a small-sized business get its message across in a world that has so much advertising spam and clutter? Big companies seemingly dominate when it comes to messaging. However, there are still numerous free and low-cost methods for promoting a small business. All it takes is some imagination and hustling, and you can achieve fantastic results from affordable small business advertising.

 

9 Affordable Small Business Advertising Ideas

 

 1. Get Covered for Free

There’s nothing cheaper than “free.” Therefore, one of the best ways to advertise your business is through “earned media” – aka “publicity” or “covered in the media.” This method is about getting local media, business bloggers, and news media to do stories about your business. While there isn’t really a straightforward way to make this happen (you can’t just say to them, “please come write about my business!”), you can make it happen using some subtlety and creativity.

It starts with finding a news angle that a key story from your business could fit into. For instance, let’s say that the holidays are coming soon. You could offer to appear as a guest expert who explains how small businesses are preparing for the new holiday shopping season. Another way to get free coverage is to capitalize fully on your business successes. Write up a press release covering one of your latest success stories and send it to your local news reporters or journalists who cover your industry.

 

 2. Direct Mail

Here at Coffee News, we’re big fans of print advertising methods, and direct mail fits nicely here as an affordable advertising method.

According to recent research from the Direct Mail Association, direct mail gets a higher response rate at 4.4 percent than email does at just 0.12 percent. Furthermore, direct mail marketing cost at $51.40 per order/lead is less than that of email at $55.25 and PPC at $52.58.

As you can see, this tried and true method of advertising can still achieve significant results in this digital marketing era. The best part is that it can always be cost-effective. Just consider the fact that these days, most people’s email inboxes are more cluttered than their actual mailboxes outside! Consequently, these people may respond better to a direct mail letter, brochure, or postcard rather than just another email advertisement.

 

 3. Put Your Business Information in Clever Places

Some people can get overwhelmed with the number of business cards they receive and toss them out. So, including your business information outside of a coffee mug, for example, will ensure that your potential customers frequently see your name.

 

 4. Thank-You Cards

Another great and inexpensive way to use print advertising is to send thank-you notes to your favorite clients. It’s well worth spending a bit of money to create some printed postcards or color-filled photo cards that include your photograph, business logo, or other photos from your business. That way, your thank you notes will be personalized and let people know that you are a real person they’re buying from, which will help them connect with you on a human level. This strategy is also great for creating brand loyalty!

 

 5. Customer Loyalty Programs

And speaking of loyalty, there are plenty of sophisticated online tools that offer inexpensive customer loyalty tracking programs to help you reward deserving customers. You may wonder if it’s worth the effort. It’s absolutely worth it, especially considering that existing customers are usually a great source of repeat business that is often more efficient than trying to get brand new customers.

 

 6. Referrals

After you’ve built up a solid relationship with one of your customer’s you can further capitalize on this by getting them to refer/send new customers your way. You can do a referral program in whatever way you’d like. Whether it’s informal and on an as-needed basis, or with exact targeting and scheduling.

Whichever approach you choose, be sure to put enough thought and time into it and be mindful of how you approach your customers. You don’t want to just approach anyone; after all, you’re asking them for personal information – names of their friends, family members, etc.

A referral should be rewarded nicely with an appropriate gift. Consider what a new customer is worth to you, and that will help guide you in picking a suitable reward.

 

Man on laptop with coffee in hand looking at email

 

 7. Email Marketing

Email marketing is another viable digital advertising method that doesn’t cost too much. It’s an excellent way of reaching out to existing customers as well as your fans and followers. There are plenty of great resources online for how to establish an effective email marketing strategy.

 8. Accelerate Your Efforts on Social Media

Social media is undoubtedly one of the most affordable small business advertising methods in existence currently. One reason is that posting on social media is free. While it’s true that there’s a lot of clutter on social media, there’s still plenty of methods that a business can utilize to boost their numbers on social media without needing to spend too much money.

 9. Purchase Facebook Ads

If you want to go with the “paid approach” on social media, you should consider going with Facebook ads. FB has some top-notch methods of targeting – you can focus your ads on a particular group of people (a key demographic, for example) that matches who your ideal target audience is. You could even make your ad only target certain age groups, a specific gender, location, behavior, interest, etc.; the sky’s the limit!

 

Conclusion

As you can see, there are many different affordable small business advertising ideas out there. Therefore, you should never feel like you don’t have enough funds to improve your marketing results. Regardless of the industry that you’re in – ingenuity, hard work, and some hustling can go a long way when promoting your business.

If you’re prepared to spend some money on purchasing ads or investing in direct mail advertising, then this is one of the best times to start. There are MANY advertising opportunities for any size business to scale-up that can fit your needs and budget. 

 

Can Print Advertising Make a Comeback?

With the massive innovation of advertisements over the past years, everything is now going digital — with little room available for print media. However, prepare for the resurrection of the dead, because print advertisements are now back on the market. 

It is crystal clear in the eyes of people that the wide spreading of the Novel Coronavirus 2019 (COVID-19) across the world had resulted in nothing but the downfall of the economy and health of people. 

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Though the pandemic may have closed down malls and various establishments, influenced people’s physical states, and knocked down the economy and stock prices; the long-gone print advertisement may have benefited from this unfortunate catastrophe. 

In the industry of advertising, the first rule is that your adverts must be seen by the general public to take effect. But this might not be happening anytime soon with the virus taking a toll in the country. 

With people locked up in their homes, their usual go-to digital consumption services are either social media platforms like Facebook, Twitter, and Instagram or streaming services like Netflix, HBO, and Amazon Prime Video. This personal preference is hitting the vulnerable spot of most print advertisements companies.

 

The Current Statistics

According to the Interactive Advertising Bureau, almost 24% of media buyers, planners, and brands have paused their advertising spending. Meanwhile, 46% said they would adjust their ad spend across the time period.

In China, the total media ad spending tops digital and television with $81.06 billion and $16.27 billion as of the March 2020 forecast. While these numbers are occurring in the United States and China, which dominates most of the print media, it is evident that amid a pandemic, ad revenue for print advertisements is down and will continue in that trajectory in these trying times. 

 

Numbers do not lie, it is factual, and it is the reality. Though the numbers conclude that print advertisements are long out of the picture, the recent Sunday New York Times turned the tables. It might be a significant risk at this moment. However, the publishing company carried six different long forms of print advertisements where one is a two-page spread from MasterCard to articulate its support for the GLAAD’s NEON Legacy Series, a photo and video collection by Black LGBTQIA+ creators.  

Aside from this, brand categories that are not included to be most impacted by COVID-19 saw incredible changes with their business as the pandemic peak. 

 

The Comeback of Print Advertisement

Ryan Zamo, co-founder and CEO of Z-SkinCosmetics, a company that specializes in organic and handmade e-commerce beauty brands, experienced incredible growth in their affiliate marketing because of the hand sanitizers they sell and make.

In line with this, they took advantage of the moment. Z-SkinCosmetics promoted their hand sanitizers while their sports nutritional supplements are down in sales. It can be presumed that a profit increase is gained when the target market wants to be knowledgeable about what is happening around them. This is the marketing strategy that Zamo and his brand did with their hand sanitizer product line. 

Moreover, when John Caples created some of America’s long copy of ads back in the 1960s and 1970s, it inspired David Ogilvy, another ad legend. David discovered that long copies sell more than short texts. 

Though this may seem in contrast with the digital age wherein time is valued, and everything is fast-paced, characters are limited up to a 145-word count, and a piece of single information must be flashed in no more than 15 seconds. Today, productivity lies in quantity, so as much as possible, the totality of everything must be summarized. 

Aside from the pandemic, people had to battle and protest with the LGBTQIA+ community and the Black Lives Matter or BLM movement. These social movements and communities happened to change print advertisements overnight. 

Facebook, who acted deaf on its own employees for racist posts, is now advertising a full-page on the significance of voting. This voting information started on the 3rd of July, wherein Facebook users who meet the voting age will see it at the topmost part of their timeline and information on how to vote. 

This initiative will also be available on their sister sites and applications like Instagram and Messenger all throughout the summer. 

While a vast and famous brand, Procter and Gamble, features Serena Williams for their deodorant and antiperspirant line, Secret, to push for gender equality. The same strategy was done in another P&G product, Olay, featuring a quote from an activist and MSNBC contributor, Brittany Packet Cunningham, who took a stand against racism. 

 

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These are just a few of the many businesses who spoke their truth and stand with social movements and initiatives through the print media. This has massively contributed to the revival of print advertisements because the people buy these brands to make a stand.

So gone are the limitations on word counts and characters, because now, people have all the time in the world to read and be educated. 

 

Conclusion

Since we live in an information-seeking environment, advertising your small business can be done in a long copy of print advertisements. 

A brand is more than what it offers or sells; it is how they brand their image to other people that reflects who they are. In this chosen medium, a more in-depth understanding may open the hearts of people to entrust their needs to these brands fully. 

At this point, print advertisements have fully revived after sitting in the dark for so long. It might be unfortunate to come back during a pandemic and gain profit because of societal inequalities and issues. 

However, it is essential for the community and the rest of the world to know the truth and be informed of factual information through these mediums.

 

Most Effective Small Business Advertising During COVID-19

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The COVID-19 pandemic brought in a lot of different challenges, especially for businesses. Many of them had to close, and those that are not closed yet have very low traffic and few clients in between. Since the lockdowns will pass eventually, it’s very important to make sure that we focus on small business marketing. This will help spread the word for your business and bring in more leads and customers in the long run. But what can you do in order to implement the right marketing ideas during the pandemic, no matter if you are a part of print advertising or any other industry?

 

 

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Creative Advertising

A good way to promote your business right now is to use creative advertising. The #StayAtHome creative ads will help you showcase your company’s ideas while also bringing in a way for people to either stay informed or laugh, based on the situation. You can encourage people to focus more on hygiene and use a hand sanitizer, for example, while also coming with all kinds of simple ideas you can use on a day to day basis. The idea is to adapt and implement new features that really work and which bring in creative benefits.

Including things like social distancing, self-delivery, wearing a mask, and so on will show that you care about your clients, and you are offering them the information they need and the services they require.

 

Establish a Social Campaign

The COVID-19 pandemic definitely brought in a lot of challenges to many people in very specific fields like doctors, nurses, firefighters, and so on. This is a great time to create social initiatives through which you encourage people to support frontline workers or local communities. You can start volunteering, help seniors, donate for various causes, and so on. It helps your business, and it also shows that you care about the community. That will make your business easier to relate to, and the results can be great.

 

Free Access to Paid Content

A lot of companies started to offer free access to paid content recently. This is an interesting approach, and they do a very good job with that. The main focus is to show customers that you care about them. It can be one of the most effective small business advertising ideas. People love free content, especially if they can get paid content for free. A lot of companies already started offering freebies, such as National Geographic, Harvard, Netflix, HBO, Apple TV Plus, even the Museum of Modern Art has a set of free online courses.

Why should you use this strategy? It really works; it offers brand recognition, it brings in more brand engagement, and on top of that, it’s a great source for word of mouth. Plus, you can generate publicity and media coverage, offering people the value and support you need during these trying and challenging times.

 

Create Online Experiences

Due to the pandemic, people have to stay at home, and that means you need to offer them some ways to enjoy their time indoors. That also means focusing on all kinds of online experiences. For example, the Faroe Islands created a tourism remote control that you can use to explore the locations live if you want. Or you can have an online session via Zoom and other tools where you talk with one another and focus on bringing in a very rewarding and powerful user experience. If you’re an offline-only service provider, you need to do whatever you can to enter the online world, and the experience itself can be a great one every time.

 

Email Marketing

Another great method you can use to connect with people during the pandemic is definitely email marketing. What this does is it allows you to share alerts related to the COVID-19 situation, but also things like being in it together or offering access to the free content available online. You want people to have a reason to sign up for your email newsletter, and this certainly seems like a good idea to focus on. You can also share plans for the future or a source of entertainment, whatever you can in order to show people the value you have and the quality being brought to the table.

 

Entertain People

Find a way to entertain people if you can. Sharing some fun self-isolation stories and creating all kinds of challenges or contests on social media will come in handy. It’s also a really good idea to prioritize the user-generated content. It will boost user engagement rates, and people will be happy this way too. You can also create live streaming sessions and offer entertaining resources for free or establish online events. Again, the main focus is to connect with everyone to show that you are there for them and that you are bringing all the support you can.

 

 

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Harness the Power of Paid Ads

Why would you do that? A lot of businesses were closed, so the ad costs are cheaper than before. It definitely makes a lot of sense to promote your business now. Even if people don’t buy right away, they will take notice of your company and buy once the pandemic is over. So yes, this is money well spent if you know how to do it wisely. Use that to your own advantage, and you will find the outcome to be rather interesting and unique at the same time. Just remember that the most important thing is quality and bringing in the best approach to grow your business.

 

Conclusion

It’s very important to show your support and boost your engagement rates with clients and leads. These are trying times, so offering as much help as possible can really make a huge difference. At the end of the day, what really matters is to understand what challenges are now on the market and how you can deal with them in a proper manner. Try to use these tips and tricks, adapt them to your local audience, and you will start seeing results early on!

 

A Brief History of Guerilla Marketing

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With the outbreak of the coronavirus, what better time is there to talk about viral marketing methods to help your business get through the tough times ahead?

So, just what is guerrilla marketing? We’ll explain how it can be some of the most effective small business advertising.

 

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What is Guerrilla Marketing? 

Consider the fact that everyone enjoys the tale of how the smaller guy can overcome the bigger guy using smarts and ingenuity to surprise his opponent. That’s what we call guerrilla warfare. So when a new startup utilizes an underground marketing method to reach success and shock the business world, that’s called guerrilla marketing.

The term “guerrilla marketing” is becoming ubiquitous these days. It’s being used to describe all manner of different types of marketing campaigns. But just what exactly defines guerrilla marketing? What makes it different from more traditional types of advertising? Let’s dive into these questions now.

 

History of Guerrilla Marketing

Guerrilla marketing is iconic and frequently controversial, but it didn’t appear in the mainstream until late in the 1970s. Before this period, advertising was all about how big your budget was, how much exposure you got, and whether or not you had a catchy jingle for your business. It was easier to make huge profits while bringing in tons of new customers at the same time.

However, we can contrast this to the beginning of the 20th century up until around the 40s or 50s. At this time, the main goal of advertisers was to educate their target audience rather than entertain or engage them. The primary purpose of an ad was to teach people something that they weren’t aware of before. It didn’t matter what form of media it was, television ads, newspaper ads, radio, posters, etc.; the ad was always trying to educate the consumer about something new.

Of course, advertisers eventually realized that this technique of educating the masses was becoming more and more ineffective. People became increasingly aware of how this seemingly helpful advice was just a disguised sales pitch. So by the 1970s, that’s when everything changed in the advertising world.

In 1984, the paradigm really started to shift when Jay Conrad released his book in bookstores. His ideas were about how to get big advertising results with only a small investment put into it. His book Guerrilla Marketing brought the knowledge of more subtle marketing into public awareness. After the book came out, not even the author could’ve predicted how much his ideas would influence the small businesses at that time to follow these teachings.

 

The Secret to Guerrilla Marketing

The secret is to not come across as preachy or educational; it’s all about making the prospect feel like they’re being let in on a secret…

The best kind of guerrilla marketing event makes the audience feel lucky to have attended it.

Basically, it all comes down to using unconventional techniques to advertise with the least amount of money possible. That usually eliminates radio and television ads, which means you’ll have to think outside of the box. In fact, forget about the box altogether and turn it into a trapezoid. See what we’re getting at? Think of the “box” as your campaign – make it ridiculous, funny, outrageous, shocking, clever, unique, and so creative that people can’t stop paying attention to it. You’ll, of course, need to back up your claims and have a product worthy of all that discussion.

Levinson’s methods are still used today by underdog businesses to overcome their bigger competitors.

Now for the first time in history, small businesses were able to get more attention than the big dogs. The shock factor was the new “x-factor” of success for small businesses. By being personal, quirky, and full of surprises, these advertisers were able to leapfrog the competition.

 

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Guerilla Marketing in Action

Fast forward to 1987, and we can see one of the most prominent (and still used to this day) examples of guerrilla marketing. It’s called the “buy me a drink” technique. When a pretty lady at the bar asks you to buy her a drink, but not just any drink – only Brand X drink will do. And then she goes on and on about why that drink is her favorite brand of vodka. In that situation, you might just be a happy victim of guerrilla marketing in action. Yes, this technique was so successful that it’s still used by companies to this day when a new drink or liquor hits the market.

 

Another Guerrilla Marketing Example

Meanwhile, the company Adidas was struggling to stay above water. Yes, even Adidas faced huge setbacks at certain points. Due to unwise changes in management, Adidas needed a miracle. The praise from Olympic athletes was no longer enough.

After French businessman Bernard Tapie took over management of the company, he implemented a brilliant strategy to save the company. His solution? Give away a pair of Adidas to each up and coming rapper in New York.

This was certainly an unexpected move. Who would give away shoes to rappers anyway?

But as it turned out, Tapie happened to strike gold. One rap group called DMC released a single known as “My Adidas.” And just like that, overnight Adidas shoes were being worn by every hip youngster from coast to coast.

This is just one example to show you how an unexpected marketing method can work wonders. However, copying this method today likely will not bear much fruit, since the shoes would probably get lost among all of the other things stealing attention away from celebrities.

Another reason it probably wouldn’t work as well as it did before is that once a guerrilla marketing method becomes known, it loses effectiveness soon after. That’s why to be an effective guerrilla marketer, you must be stealthy and utilize the element of surprise.

 

Conclusion

In conclusion, guerrilla marketing is personal marketing. A cute girl at the bar selling the merits of that brand of alcohol to you is an example of guerrilla marketing. The rappers wearing those Adidas shoes are guerrilla marketing. And there are many more guerrilla marketing examples out there

However, you should learn from these examples, but not copy them, because guerrilla marketing requires ingenuity and originality.

 

How To Advertise a Startup

It’s hard for new startups to stand out when there are 50 million new startups popping up each year. The competition is fierce, to put it mildly.

And even if your product is amazing, top-notch, must-have, etc., you’ll still have to put some funds into promoting it.

Here are a few small-budget ideas that you can use to start advertising your small business today.

 

 

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Content Marketing

 

Content marketing is the best way for a startup company to get new customers and begin advertising your small business. It’s less expensive than paid advertising, and it’s more effective than cold calling.

There are studies that prove this is the case. For instance, Hubspot did a study that found that companies who implemented inbound marketing initiatives saw large increases in their web traffic within 2-4 months. (For those who don’t know, inbound marketing utilizes content marketing as its main strategy.)

Blogging, in particular, proved to be the most effective content marketing strategy for the majority of the participants in the study.

So, if you want to see more sales for your startup company, then follow the lead of the companies in that study, and start blogging! It can and probably will take months to start seeing results. However, if you add in a little bit of paid advertising, you can start to see results even sooner.

So what about the “content” in content marketing? What does that really mean? Essentially it can mean any kind of media asset. GIFS, podcasts, infographics, text, PDFs, videos, and images all fall under the category of “content.” That’s why a content marketing strategy should include a mixture of different content types.

The next question you likely have is, “what kind of content should I create? Also, hasn’t most content already been done before? What new content can I  bring to the table?”

To do effective content marketing these days, you have to think outside the box. Even if there is already excellent content out there somewhere on the web, it’s surely not available in every kind of format.

For example, you could turn that awesome blog post you stumbled across into your own video where you can give your perspective on the subject. This is known as repurposing content, and it’s a critical part of content marketing.

You can (and should) also repurpose your own content in order to reach the different audiences who would be interested in your products or services.

An example of repurposing your own content would be taking some of your multiple blog posts and turning them into a free course. That way, your information, and advice can reach more people, the ones who don’t have the time or inclination to get all of the information they need from multiple different posts.

So here’s how repurposing content works in practical terms:

  1. Create your content
  2. Promote your content so that it will reach your target audience
  3. Repurpose the content for another audience on a different platform
  4. Promote the repurposed content
  5. Evaluate the results from both channels and then double down your efforts on the most effective one. 

Social Media Marketing

 

Social media is everywhere these days. In fact, if you don’t have at least one social media account, then you might as well be considered a dinosaur. However, that doesn’t mean you should now start indiscriminately creating social media accounts everywhere. One business’s success on Instagram won’t necessarily translate to your business. As we mentioned earlier, different audiences tend to congregate on each of the different social media websites and apps out there.

So the approach you should take with social media is to harness a specific channel to help amplify your content marketing.

For example, the best places for a visually-oriented business to amplify their content might be on Pinterest or Instagram. On the other hand, Reddit or Twitter doesn’t have as much image sharing going on, so focusing efforts on those two might not work out very well.

So to put your social media marketing plan into action, start with focusing on one or two social media websites/apps. Create relevant and highly sharable content and post it on those two sites.

Also, remember that even though it’s social media, you should still act professionally. Respond to messages and replies in a timely fashion. Don’t act disrespectfully towards your followers. Try to stay involved and active in your new online communities and that will also make other people want to get involved as well. The worst thing that can happen is for your social media pages to look like ghost towns.

 

 

Webinars

 

One way that you can really start advertising your small business and “sell” the solution that your company offers is through webinars. A webinar is typically a one-hour multimedia presentation, which gives you plenty of time to hold people’s attention and promote your product using multiple different kinds of media.

During a webinar, you can generate new leads, show how your product works in action, pre-sell it, and also generate new content that you can, later on, repurpose into blog posts or social media posts.

Webinars may also be one of, if not the most, effective lead magnets available. According to the Demand Gen Report’s Content Preferences Survey from 2018, B2B buyers are more willing to spend time watching a webinar than any other kind of content. Additionally, about three-fourths of them were willing to share their contact information to access webinars.

The actual act of conducting a webinar isn’t that hard. The real challenging parts are going to be coming up with an audience-centric topic and making the right people aware of your webinar. You’ll have to promote your webinar across several different channels if you want to get the most bang for your buck.

You might be tempted to create gated access to your webinar, but in the beginning of advertising your small business, when you’re just starting to build a following, this isn’t likely to work. Streaming it live on YouTube and Facebook can work better, and since video discovery is integrated into these two platforms, you’ll likely attract more people to your webinar that way.

 

Top Reasons To Advertise Early In The New Year

The brand new year is already here. Therefore, as you really think about your individual resolutions to begin the season properly, look into some resolutions for that business of yours and ways to up the game of advertising in Kansas City, MO. It’s time to think about how you intend on expanding your business venture in 2020. This is the time to begin producing your marketing game plan. Here are the reasons why you must begin advertising and marketing in the new year:

 

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Budget

For starters, the new year brings a brand new spending budget. You will realize the amount of money you will have to shell out during the year to achieve the small business objectives of yours. In reality, advertising really needs to become a crucial component of a company’s activities. It will help you accomplish top-of-mind awareness that is targeted to your perfect customer. In addition, it is excellent for client retention. Nevertheless, before you start any brand new marketing campaigns, you have to go over the sales numbers. For example, you must study the product sales for the previous three to five years. Do you see some patterns? Are there specific buying periods when you receive a higher revenue? Remember, this critical info has to be factored into your yearly advertising and marketing plan.

 

Calendar

Second, develop a calendar of key events that form the foundation of your marketing campaigns. This will need to be based mostly on earlier successes, as well as address means to boost sales in slower periods. For instance, in case you see that business slows down in Q1, try a promotion. Granted, in case you are a business-to-consumer business, the customers of yours might not have a great deal of extra cash to invest after the holidays. Nevertheless, you are able to drive a number of discount items to help boost revenue. Furthermore, by creating the calendar before the season starts, you understand exactly how much cash to allot to each and every event’s campaign. For example, in case your business earns plenty of sales before Halloween, you have to hold cash that is adequately budgeted to push some promotions you do later.

 

Market Analysis

An additional component of exactly why you must begin advertising in Kansas City, MO and marketing in the new year is actually redefining how you fit into the marketplace. Clearly, before you are able to accomplish this, you have to learn exactly where you fit into the industry. Thus, you need to do a market analysis. Even though the new year has already started, you still have some time to do this.

 

Reach New Heights

Finally, advertising allows for a small business to reach new heights. It can help a sinking business find a faithful customer base. Similar to redefining your spot in the market, beginning to promote sends a message to your employees. A brand new advertisement campaign signals that your business is ready to expand on the internet. In short, you get what you put into your business!

 

Open The New Year With An Email

A lot of companies send emails throughout the Hanukkah or Christmas season by using email advertising. Make your small business stand out from everyone else by delivering one thing before New Year’s. It is very likely to get noticed then, particularly in case you are thoughtful about the messaging of your email and make it worthwhile for buyers to open up. 

Deliver special deals to specific groups in your email list, plus email only deals that you are not listing anywhere else. 

 

Social Media Hype

Advertising in Kansas City, MO is not limited to print material. Social networking is the best way to get clients fired up for 2020. A brand new, festive avatar or maybe header picture is able to appeal to eyeballs within your followers’ timelines, placing your business front and center. 

That’s a great spot to market New Year’s specific services or products. When Pinterest is actually an element of your social approach, then simply create boards of New Year’s party decor, outfits, or drink as well as food suggestions.

 

Make Your Marketing Festive

Think of New Year ‘s centric promotions which work best for the business of yours. In case you are a clothing boutique, put up a discount on beauty products, accessories, and apparel which sparkle. If perhaps you’ve a candy store, include Champagne gummies as well as nontoxic confetti into cheery bundles perfect to take as hostess presents to New Year’s Eve gatherings.

You are able to additionally hand out 2020 coupons to help you increase January product sales.

 

Add Something With Curb Appeal

In case you are a brick-and-mortar business, consider decking out the display window of yours with a new 2020 design featuring a festive get-together scene making use of items you market in the shop to get the eye of every person passing by.

 

Have A Party

People seek out all sorts of ways to celebrate New Year’s Eve. Restaurants charge a lot for exclusive menus. Clubs also pull in popular DJs, however, not every person really wants to shed a great deal of hard cash to celebrate.

In case you are an artisanal spirits distiller, you can invite clients in for a no cost party which contains an unique tasting. or maybe, in case you work on gaming or tech, you can throw a party that could let guests test out the newest gear. You could join forces along with other business people in the region to support a rocking block bash.

Simply do not forget to market. Events are a huge draw, whether you are a brick-and-mortar shop or enjoy a great, party friendly office area, make sure you share news of the event with posters as well as invites on social networking.

 

Provide What People Need

Set your business up for good results by looking forward to an influx of post holiday returns. In case you are a brick-and-mortar shop, consider anything clients could possibly need during an extended working day of returns: treat products, lip balm, mittens in case it is cold out. Next, stage all of the products (plus every other holiday special you are hoping to unload) at the register. For each return, encourage buyers to buy something else. It is a win win.

 

Benefits of local newspaper advertising

With the rise of digital media, many of us are now asking the question, “why start using print media to advertise your business in 2019?”

Advertising has been around forever. Whether it’s to increase product recognition, sales, or to maintain repeat customers, small businesses need to advertise to survive. 

The most common advertising methods include radio, the internet, TV, magazines and of course newspapers. 

Let’s face it…

People nowadays are obsessed with technology. In fact, many people aren’t even comfortable without some sort of digital device at their fingertips. And since most of the world has moved online, many in the advertising industry would have you believe that the idea of using print media to advertise your business is old and outdated.

“Print no longer works” they say. 


However, this simply isn’t the case.


Print is here to stay, and we’re going to explain why. As a matter of fact, if you incorporate print advertising into your marketing, you’ll likely see an increase in your response rate! To illustrate this, here are 6 key benefits of using print media to advertise your business.


The Halo Effect


Publishers who reliably provide quality print content to readers will be seen as more credible. Furthermore, according to an MRI survey of American consumers, 51% of influencers or “influentials” were influenced by print ads in magazines. The number increased to 53% for newspaper ads.

This is what’s known as the halo effect. It has been shown that brands that place ads in popular magazines enjoy the benefits of its readers viewing their ad in a similarly positive light. 

This is another way of building trust with readers, which is essential to maximizing sales and leads.

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Local Newspaper Advertising is More Relevant to Consumers


Another kind of halo effect is that of the newspaper medium itself. When people read newspapers, they only have positive expectations, whereas, with online media, people expect to see annoying pop-ups and advertisements that are often jarring and irrelevant to the content on the page. 

This is in stark contrast to newspaper ads, which are often placed in relevant sections. An example would be a shoe ad in the fashion section of the newspaper. Since this type of ad isn’t as intrusive, it’s less likely to elicit a negative consumer reaction.


Digital advertising has overstayed its welcome


This ties back to what we said earlier about people not being to live without digital stuff. These days people are multitasking to the tune of texting, instant messaging, surfing the web, and watching television all at the same time. In short, we’re no longer as receptive to digital advertising as we were at the inception of the internet. 

When it comes to print readers, on the other hand, they don’t typically multitask as much when reading a magazine or newspaper, which makes them more receptive to print ads.


The Need to Unplug

 

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With the rise of digitalization, an equal and opposite reaction has also occurred. This is called “unplugging,” and it’s when we realize that we’ve had enough internet or social media for the day.

While not everyone has embraced unplugging, those who don’t are considered by most to be engaging in unhealthy behavior. 

Many people have realized the value of unplugging. When unplugging occurs it often means turning to print media for entertainment or education…


Laser-Focused Targeting Options


We hear a lot about the vast options for targeting in online media, but print also has incredible targeting options. 

With print you can:

  • Select the section of the newspaper your target audience is most likely to read
  • Run ads in specific papers or only in certain geographical areas
  • Choose to run ads only on certain days of the week (i.e. Wednesday or Sunday’s paper)

Speaking of choices, you can also implement last-minute changes to your ads rather painlessly. A local newspaper advertising department should be able to accomplish this pretty quickly.


There are Plenty of Options


Beyond that, using print media to advertise your business will also give you more options for budgeting. You can choose from 

  • a quarter page, half page or full-page ads. 
  • small 1-inch square classifieds
  • column ads in different sizes

For the cherry on top, you’ll be able to work with an actual human in getting your ad placed instead of a nameless algorithm. 

And since you’re dealing with another human, there’s also extra room for negotiation. 

If you want additional services at no extra cost, then that’s an option. Color printing, a human touch on your design, and possibly even a slightly larger ad are all on the negotiating table. You might also even be able to get your ad featured in the publisher’s other products as well!


Newspaper readers are more likely to take action


According to the Nielson Global Trust report, 65% of print readers take some form of action after reading a newspaper print ad. 

Unlike on the internet, newspaper readers are more likely to seek out advertisements instead of blocking them. Newspaper readers like to search for coupons and deals. Of course it’s no guarantee that readers will notice your ad in the newspaper. 

However, if people are actively searching for deals, then it helps improve your chances. They will also be more likely to take the time to read your ad and act on your offer. 

And finally, when you learn how to synergize print and digital media, the results can be amazing. Here’s just one example: QR codes. These printed codes have helped to bridge the gap between the print and digital divide in a way that’s unique and engaging. 

Another example is social media and download links in print media – these help readers to engage with brands online, which eventually helps to drive back traffic to the business and generate awareness. 


Conclusion


Print ads, especially in newspapers, are a trifecta of potency. When you start using print media to advertise your business, you’ll reap the benefits of reaching a wider swathe of your target audience while also driving higher engagement and communicating your brand’s message effectively. 

By using print media to advertise your business, you’ll have a good chance of cutting through all of the noise that exists in today’s digital world. 

Is it Worth it to Advertise Your Small Business in Your Local Newspaper?

Deciding how to spend your small business’s advertising budget can be one of the hardest things to figure out. Ad sellers offer hosts of reasons on why their venues are right for you, but where is your money going? How can you ensure that you are going to get the returns that you need to succeed?

Is it worth it to advertise in your local newspaper?

The answer is: It depends on what you are selling and how you define your “local” newspaper.

It used to be that on Sunday morning, newspapers would head to subscribers’ homes filled with coupons and ads showing potential consumers all the deals for the upcoming week or month.

Changing Consumer Trends

Is it Worth it to Advertise Your Small Business in Your Local Newspaper?

A small business could easily advertise alongside the big box store and get exposure to those consumers who would clip the coupons and look for deals. They would often clip coupons for deals that they may not specifically have been in the market for, but that caught their eye while they were looking at coupons from other businesses. This was a successful partnership that was used by companies for years.

However, now, readership is in a downward trend for print media, and ad sales are declining even more sharply. A decline like this has been attributed to shifts in reader habits — a daily overload of information that is causing many consumers to bypass ads altogether.

Readers have been known to throw local advertisements into the recycling bin without even a glance. This leaves the small business that is trying to gain notice with little to no value in using large market newspapers to advertise in.

Where Does That Leave Your Business?

With the large newspaper market dwindling, small businesses, especially those catering to consumers, have compensated by shifting their ad spend to alternatives.

These alternatives include using

  • daily deal coupons
  • location-aware services like Foursquare
  • hyperlocal newspapers, like Coffee News
  • local news websites

Many have also taken to finding advertising space in online sites where the ads can be cheap and where they have access to a much larger market. However, using an online ad platform like this can make it even harder to determine the effectiveness of your ad money spent.

Positive Returns with Newspaper Advertising

Is it Worth it to Advertise Your Small Business in Your Local Newspaper?

For small businesses, positive returns are found when advertising with hyperlocal newspapers because these papers publish specific news about their community and the local events in that community.

By association, your small business ad can find its way into the hands of the very consumer you need to reach.

Hyperlocal newspapers market and distribute their papers in a different way, which enables them to reach the audience you most need to connect with. As an added plus, the ad rates in those hyperlocal papers run on the cheaper side.

Small community newspapers are growing, while their larger counterparts are struggling to maintain readership.

Another thing to consider is if the hyperlocal paper has a local website, then that may also offer you a viable spot for some online advertising.

Is it worth it?

For many small businesses that sell to consumers, the answer is – Yes. It is as long as you think of your local newspaper as being a local community or suburban newspaper and not a major-metro newspaper.

In your local community paper, the ad rates are lower, and the staff is motivated to place your marketing message with more of a thought to where it would be of most benefit rather than just where they had space to fill.

Taking this into account, your small business advertising dollars can go a long way to helping your business succeed if you use not just the right ad, but if you place that ad in a local community paper where it has the best chance of getting into the hands of the specific consumer you are most wanting to reach.

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